Bausch & Lomb: Creating Award-Winning Web Design

"The Goodbye Readers website developed by Digital Pulp led to double-digit increases for the Bausch & Lomb multi-focal business in the U.S.; we’ve also received an abundance of positive consumer sentiment testifying to the lifestyle benefits of these lenses"

– Lisa VanDeMark, Vice President, Brand Marketing, U.S. Vision Care

Visit: www.goodbyereaders.com

Industry: Healthcare, Consumer

Services: Web Design & Development, Online Marketing

Challenge: Bausch & Lomb needed to educate consumers about the benefits of their innovative, multi-focal contact lenses, which allow people to see near, far, and everywhere in between without having to wear reading glasses.

Solution: Digital Pulp developed a site and online banner campaign that demonstrate how the lenses work and their benefits. The new website features a custom vision demo that gives consumers a firsthand, interactive experience of how their vision will adjust and sharpen appropriately by using the Bausch & Lomb All-Distance Optics™ lenses. The new site works in sync with (and features) a corresponding TV ad. It also enables visitors to download a free trial offer certificate and locate a doctor in their area who can prescribe the lenses.

Digital Pulp’s designs for the banner and email campaign associated with the site worked to further the educational message, increase traffic and motivate free trial certificate downloads.

Result: The new site had over 550,000 visits within the first three months of launch and succeeded in educating consumers about presbyopia and the benefits of the All-Distance Optics™ lenses. The online campaign also achieved an increase in brand favorability among the target audience, according to a study conducted by Dynamic Logic.

The site recently won the International Media Council’s IMA Award for 'Best in Class' for a Healthcare website in 2009.

Winner of the 2009 Interactive Media Award for 'Best in Class – Healthcare' website.